adidas nouveau sponsor de Sonny Bill Williams

Après le renouvellement du contrat maillot des All Blacks, adidas s’offre le top du rugby mondial en sponsorisant Sonny Bill Williams.

La marque aux 3 bandes poursuit le développement de sa stratégie de sponsoring. Après avoir re signé un contrat jusqu’en 2019 pour équiper l’équipe nationale de Nouvelle-Zélande, adidas annonce son nouveau partenariat avec le phénomène international du rugby : Sonny Bill Williams.

La star All Blacks devient donc l’ambassadeur de la marque à travers le monde et plus particulièrement en Australie et en Nouvelle-Zélande, pays où sa bonne image dépasse le monde des amateurs de sport.

Pour lancer ce nouveau partenariat, la marque allemande s’est appuyée sur l’histoire et la personnalité du sportif, car à 29 ans, Sonny possède une carrière impressionnante autant par ses résultats que sa diversité.

Il démarre le haut niveau en 2001 par le rugby à XIII, 3 ans après, il intègre déjà la sélection nationale de XIII. En 2008, il se lance dans le monde du rugby à XV et signe son premier contrat pro avec Toulon, 2 ans après, il fête sa première sélection avec les All Blacks (la prestigieuse sélection néozélandaise de rugby à XV). Comme si cela ne suffisait pas, Sonny Bill Williams se met à la boxe et non sans succès puisqu’il s’empare en 2012 du titre de Champion de boxe poids lourd en Nouvelle-Zélande, puis en 2013 du titre de Champion du monde poids lourds WBA International.


C’est donc tout naturellement qu’adidas s’est appuyé sur ce parcours hors norme, et plus particulièrement, sur les valeurs qui motivent Sonny Bill à marquer l’histoire du sport pour lancer la campagne #leaveyourmark.

Comme nous le confirme Elizabeth O’Neill, Directrice de la communication d’adidas : « Nous sommes très fiers de parrainer Sonny. Nous avons vu une occasion de créer une campagne qui offre une image rare de Sonny Bill l’athlète et Sonny Bill l’individu. Sonny inspire tant avec son incroyable dynamisme et son engagement à exceller dans tout ce qu’il entreprend, c’est ce qui définit son esprit. Nous voulions inspirer ses fans en célébrant un tel athlète incroyablement déterminé à laisser sa marque sur le monde ».

En association avec l’agence We Are Social, adidas crée 3 films représentants les 3 principales valeurs du sportif pour atteindre ses objectifs :

Le détermination:


La résistance:

Cette campagne est ensuite déployée sur tous les réseaux sociaux de la marque et du sportif (facebook, twitter et instagram), avec comme objectif: créer une interaction avec les fans, mais aussi, permettre à ces derniers de s’inspirer et s’identifier à ces valeurs qui leurs permettrons d’atteindre leurs objectifs, à la manière de Sonny Bill Williams.

C’est ce que confirme Oz Dean, Directeur créatif de We Are Social : « Tout comme adidas crée des produits qui aident les athlètes à libérer leur véritable potentiel, nous voulions cette campagne pour faire la même chose auprès des fans, en mettant en avant la volonté de réussite qu’inspire Sonny, et de donner aux gens une plate-forme permettant de se impliquer et se sentir intégré ».

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